By Ellen Fruchtman, President
A terrific article this past June in MediaPost — “Likes Fade, Loyalty Lasts: The Case For Consistent Brand Experience” got me thinking and made a simple but powerful point: while chasing likes and social engagement might feel important in the moment, it’s loyalty that moves your business forward. We couldn’t agree more. And in luxury retail, that loyalty starts where it always has — inside your store.
At Fruchtman, we’ve spent decades helping jewelers build relationships, not just impressions. And here’s the truth: likes are nice. Follows are flattering. But when someone walks through your doors to buy an engagement ring or mark a 25th anniversary, they’re trusting you with a major moment in their life. That trust isn’t earned on a screen — it’s built through human connection.
Your store isn’t just a place to buy things. It’s where the experience comes to life. It’s where you make someone feel known, remembered, and special. From the moment they step through the door, the music, the lighting, the welcome — it all matters.
We wrote about this in “The Customer Journey”, and it’s worth repeating: people remember how you make them feel. The warmth of your staff. The comfort of a private appointment. The joy of seeing their name on a follow-up card. These are the moments that build true loyalty.
And yes, even how you wrap a box plays a part. In “Why Packaging Matters”, we pointed out that presentation is part of the product in luxury. However, what is often overlooked is that the entire store is part of the presentation. You’re not just showcasing jewelry — you’re staging emotion, elegance, and memory.
Let’s not forget: digital marketing is a tool. A good one. But its job is to support the in-store experience, not replace it. A well-done website should make someone say, “I need to see that in person.” An Instagram Story should give a sense of what it's like to be in your space or to wear what you're promoting, not just show a product on a white background.
Most importantly, the store is where relationships are built. You know this already. It’s why your best clients come back year after year. They know your staff. You know their taste. You remember their milestones. That kind of clienteling doesn’t happen from an abandoned cart email. It happens with people. With conversation. With care.
So, yes — invest in your online presence. Stay current. Stay visible. But never forget: loyalty is earned where you shake someone’s hand, not where they scroll past your ad.
Likes fade. Loyalty lasts. And, loyalty is built in your store.
We would love to help build those connections! Contact us. What we do for others, we can do for you.
